Contagious: Why Things Catch On

$17.99 $11.69

Contagious is a book written by Jonah Berger that explores the science behind why certain ideas, products, and behaviors become popular and spread like wildfire. Berger uses real-world examples and case studies to illustrate his points, and he breaks down the key factors that contribute to contagiousness: social currency, triggers, emotion, public, practical value, and stories.

One of the key takeaways from Contagious is that word-of-mouth is one of the most powerful marketing tools available. Berger explains that people are more likely to share things that make them look good or feel good, and that understanding the psychology behind why people share can help businesses and individuals create content that is more likely to go viral.

Another important concept in the book is the idea of triggers. Berger explains that certain cues or triggers can make people think of a product or idea at just the right time, increasing the likelihood that they will share it with others. For example, the phrase “Got Milk?” is a trigger that reminds people to buy milk, even if they weren’t thinking about it before.

Overall, Contagious is a fascinating read that provides valuable insights into the science of virality. Whether you’re a marketer looking to create a viral campaign or just someone who wants to understand why certain things become popular, this book is definitely worth checking out.

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Key Concepts:

– The book explores why certain ideas, products, and behaviors become popular and contagious.

– Berger identifies six key factors that contribute to contagiousness: social currency, triggers, emotion, public visibility, practical value, and stories.

– He provides numerous examples and case studies to illustrate these concepts, including the viral success of the ALS Ice Bucket Challenge and the popularity of Apple products.

Applicability to Entrepreneurs:

– The book is highly applicable to entrepreneurs, as it provides insights into how to create and promote products and ideas that will catch on with consumers.

– The six key factors can be applied in real-world business situations to increase the likelihood of success.

– Entrepreneurs can use the book’s concepts to overcome common challenges such as low brand awareness and difficulty standing out in a crowded market.

Actionable Takeaways:

– Create social currency by making your product or idea exclusive or novel.

– Use triggers to associate your product or idea with something that people encounter frequently.

– Evoke emotion by telling a compelling story or appealing to people’s values.

– Increase public visibility by making your product or idea more visible or shareable.

– Provide practical value by solving a problem or making people’s lives easier.

– Use stories to make your product or idea more memorable and relatable.

Impact on Entrepreneurial Success:

– Adopting the book’s concepts and strategies can have a significant impact on an entrepreneur’s personal development and business success.

– By creating products and ideas that are more likely to catch on, entrepreneurs can increase their brand awareness, customer base, and revenue.

– The book’s insights can also help entrepreneurs to differentiate themselves from competitors and stand out in a crowded market.

Author’s Background:

– Jonah Berger is a marketing professor at the Wharton School at the University of Pennsylvania.

– He has extensive experience in studying consumer behavior and has published numerous articles and books on the topic.

– Berger’s expertise in personal development and entrepreneurship contributes to the book’s value by providing practical insights and real-world examples.

Comparison to Similar Books:

– Contagious differs from other personal development books in its focus on the factors that contribute to contagiousness and popularity.

– While other books may focus on individual success or mindset, Contagious provides a unique perspective on how to create and promote ideas and products that will catch on with others.

Additional Resources:

– The author’s website ( provides additional resources and case studies related to the book’s